Corporate giving in the USA: A model for meeting Russia's expanding social needs?

Authors: Karen King; Margarita Tchepournyhk

Source: International Journal of Nonprofit and Voluntary Sector Marketing, Volume 9, Number 3, August 2004 , pp. 218-228(11)

Publisher: John Wiley & Sons, Ltd.

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Abstract:

In the USA, corporations make substantial contributions to public-serving organisations with no expectation of financial gain. This paper explores the factors that have encouraged corporate giving in the USA and compares them to circumstances in the emerging capitalist economy of Russia. The outlook for the emergence of a corporate giving model in Russia similar to that of the USA is poor, but improving. To make it work, organisational recipients of corporate generosity need to trust their benefactors, and corporations need to believe that their contributions of surplus profits make good business sense.

Keywords: nonprofit; not-for-profit; voluntary sector; marketing; fundraising; cause-related marketing; brand; charity; consumer behaviour; volunteer; data analysis; donor; relationship marketing; e-relationship development; public relations; campaigns; lobbying

Document Type: Regular paper

Publication date: 2004-08-01

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